Extreme Reach and Roku Extend Ad Partnership

Marketing decision-making platform Extreme Reach (XR) has announced an expanded partnership with streaming TV service Roku, giving the latter's advertisers information on campaign impact, and tools to target ads and optimize exposure.

XR's platform promises to 'move creative and productions forward', integrating and simplifying fragmented data to help users manage their assets and optimize ad spend. It also offers SpotlightXR, which 'reimagines' payroll, accounting, and residuals for the entertainment industry and commercial talent; and storytelling platform SourceXR of which former TVSquared President Jo Kinsella was recently appointed Global President.

San Jose, CA-based Roku provides TVs, streaming players and TV-related audio devices in countries around the world via a combination of direct retail sales and licensing arrangements with TV OEM brands; as well as Roku-branded TVs and Roku Smart Home products exclusively in the USA. It also operates entertainment service The Roku Channel, which is currently available in the US, Canada, Mexico and the UK.

The new deal allows users to deliver ads directly to Roku's scaled streaming platform to reach audiences with high impact creative, and measure outcomes including engagement, conversions and sales. Advertisers can also optimize campaigns and develop deeper segmentations.

'Roku's emphasis on data and immersive creative sets a new standard for TV performance' says Kinsella (pictured). 'Creative is the center of gravity for performance. This partnership allows us to uniquely connect Roku's audience reach while fueling the performance outcome enablement that advertisers expect from their creative experiences'. Miles Fisher, Senior Director, Strategic Advertising Partnerships at Roku says the combination 'will give advertisers a new perspective on TV investments'.

XR has offices across North America, Europe, Asia and Australia and is online at www.extremereach.com . Roku is at www.roku.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.